"Rabbit" is the name we came up with for a new delivery app specializing in vegetarian food.

Drawing inspiration from Jungian archetypes, we crafted the brand's personality from the ground up. We aimed for a brand that exudes intelligence, sarcasm, directness, freshness, and a hint of defiance. Following that, we brainstormed a name and tagline that would capture and reflect this unique personality.

We picked the name Rabbit because a lot of people believe vegetarians survive on nothing but lettuce—an exaggerated way of saying they have a limited diet.  So, we decided to play with that stereotype and show just how delicious and diverse a vegetarian diet can be.

To spice things up, we came up with the ironic hashtag “#SomosComeHierbas” to build a fan community around the brand.

Finally, we designed a visual identity based on eco-design, using only black and white colors as they are the least polluting inks. We also crafted a series of Instagram posts to illustrate how Rabbit would communicate with its followers.